A vertical SaaS company that serves a specific industry niche approached Grapelight as they were relying heavily on Google Ads to generate enquiries and demonstrations. Their paid advertising campaigns were performing at a higher cost, but their organic visibility was limited, especially when it came to capturing high-intent industry-specific searches. Their competitors were dominating the market with larger marketing budgets, capturing paid and organic leads. The company's goals were clear, they wanted to improve their organic visibility in their niche for high conversion searches, while maintaining their short term lead volume through Google Ads. 

The Grapelight team put a dual-channel strategy in place, tailored to align with our clients audience, market, customer search behaviour, and goals. Our focus was to improve organic visibility and paid efficiency. We conducted a thorough analysis to identify our clients SEO and paid growth needs, providing us with a clear roadmap on how to proceed.

Our first focus was SEO, focusing on industry-specific terminology and compliance-related searches. We expanded their core pages to reflect industry language, while ensuring their supporting content addressed software adoption barriers and operational challenges. We paid attention to their linking profiles, both internal and backlinks. Internal links were introduced to reinforce topical authority, while acquiring high quality backlinks to improve authority, credibility, and domain authority. We also carried out essential technical improvements to boost page speed and mobile performance.

Their Google Ads campaigns needed to be restructured to prioritise high-intent demonstrations and comparison searches. We improved their landing page alignment, ensuring clear messaging, while implementing conversion traffic to improve attribution accuracy, along with helping us make necessary optimisation decisions in real time, ensuring that the vertical SaaS company maintained strong visibility at all times. 

Our reporting structure involves reviewing SEO and paid performances together, gaining valuable insights from both channels, which helped improve optimisation decision-making, while enabling the company to understand their progress and performance.

After seven months of consistent optimisation, this vertical SaaS company started experiencing steady gains in their organic and paid performance. Steady improvements were seen in their organic visibility, which increased by close to 70% with many of their niche keywords now ranking on the first page of results. As a result, this boosted their organic traffic to their website, which increased by more than 50% in this time frame, which was driven by industry-specific solution pages.

The client experienced a 48% increase in their organic demonstration enquiries, with conversion rates improving dramatically, thanks to the stronger intent alignment and clear messaging. 

Their Google Ads campaigns also improved in the seven months, where their demonstration volume increased to 45%, while their cost per demo was reduced by more than 30%, an excellent saving on their budget. This helped reduce their dependency on paid advertising, while enjoying a maintained growth with a balanced and sustainable acquisition model. 

This dual- channel strategy was created and tailored to the clients unique requirements and goals. The Grapelight team took the time to get to know the clients business, audience, market, and competitors, creating a bespoke strategy that drove organic traffic, while reducing cost per acquisition through Google Ads. Overall, this case study clearly demonstrates that a combined approach can help software companies achieve strides online, especially in competitive environments.